E-Commerce Email marketing: 5 Steps Complete guide

So let’s get one thing straight. E-commerce Email Marketing…

If you’re selling anything online, you need to get onto email marketing

And make sure e-commerce email marketing is your focus because it builds trust and it builds loyalty, and it gets results.

So, if you’re totally sold, I’m gonna be sharing the strategy for creating a five-part nurture sequence.

That’s gonna start converting those prospective customers into loyal fans.

Hello, I’m Sandeep, and welcome to our blog Post.

I’m a content strategist and love helping small businesses like yours build their brands online.

I work with a lot of eCommerce brands on building their email marketing strategy. Because they are struggling to figure out what to do next. They have these 10% optin’s when someone visits their website, a popup comes up and it says 10% off. 

You put it in your emails and get sent the promo code. The problem there is they often don’t do anything after sending the promo code.

It’s just one email and then they kinda go radio silent. These are the people that are totally hot for you right now.

If they don’t convert…

Which often they don’t, how are you starting to build that relationship to get them back onto your site? and get them to actually make a purchase?

E-Commerce Email Marketing

email marketing

Well, this is where a five part nurture sequence comes in.

Now, this is the absolute beginners level so this is just to get you started.

And you can make it more complicated as you go on, as you get more comfortable with email marketing.

But to get started, this is a great place to start…

because it really helps to build trust and authority in your space. Gets people to understand who you are and what makes you unique. 

Welcome Email to Subscriber with Thanks 

thank you mail

So this is sending out a welcome email. Obviously, you want to include your promo code for the discount or free shipping or whatever it is.

Make sure you actually thank them for giving you their email address so they can contact you.

As well as a little one-liner about why your product is gonna satisfy their needs.

But also, one other thing that I love to include is where they can go to follow more about you. So whether you’ve got an Instagram profile or a Facebook profile or a YouTube channel or your Pinterest.

Wherever you’re playing, make sure you include those icons as well as a call to action. To say come and connect with us on this blog or post.

Scenes as an Entrepreneur

Scenes as an entrepreneur

It is the about me email. This email is all about sharing behind the scenes as an entrepreneur, as a business owner who you are?

And make this super relatable so they can actually start to understand

who the person is behind the brand and start following up with you.

People don’t buy from brands, they buy from people, and when you’re completely online.

It’s really important to create this trust and authority in the space. As well as sharing why you actually started your business and why they should care.

Because there’s so many products out there you need to be clear on what makes you different.

And that all comes back down to understanding your purpose and understanding you’re why. So make sure you get clear on that and then write a sincere letter to your new subscribers saying

Hey, this is who I am, this is a little bit about me. Why I started and where my journey’s got to.

If you’d love to connect, please feel free to drop me an email.

Hit reply to this email, and send me any comments, questions, or feedback. Because if you start to get them to interact with you.

firstly, that’s gonna be awesome for your email rankings.

So whether you’re going through MailChimp or something like that, Google Gmail and other mail providers will rank you higher.

And maybe potentially put you in their primary inbox rather than in the promotions inbox.

If people actually start responding to you because they see you as someone that they’re actually really engaging with.

But also, secondly, it’s great to get feedback from people because this is real-time feedback.

You can start making those connections and start creating a higher level of trust with people.

E-commerce product’s point of difference


This is the educate email. This is about really getting clear on what your product’s point of difference is.

I would try to focus on one thing and write a really good meaty value-packed email.

Which is almost like a mini-blog with headers and really great detail to explain something

about what your product is going to be helping them with.

Say for example you’re an organic skincare range. Talk about one of the key ingredients in your products

how they benefit your skin, and how great they are for you and all that sort of stuff. 

Say you have a clothing line. Talk about what it is about your clothes that is so unique.

If it’s the fabric that you use

talk about the fabrics or the process you go in actually creating the garments. 

Whether you are creating them physically yourself. Show some behind the scenes images and talk about that process.

It’s about getting really clear on what makes you different to your competitors ’cause there’s so much.

So many products out there online so what makes you different. This email needs to pinpoint how you can actually teach your audience something

about you and provide amazing value.

Authority Email Marketing

authority email

It is the authority email. This is an awesome one to share a few testimonials. I’d like to always use a snippet of a testimonial as the subject line with the quote marks, as well as the name.

So this is a really great cut through cause it’s not something people often see as a subject line. And then, show the full testimonial in the email, and then talk about what people are saying.

Maybe include if you’ve got before and after photos of your products use or how people are using your product,

that can be a really great way to really create social proof by showing that you use a generated content because once people think that other people like your product, or become aware of that, then that’s gonna make them way more inclined to buy because it’s giving them greater incentive because other people have tried your stuff and it’s worked.

Sell Email

sell email

This is the sell email. So while I don’t think just doing a really blanket sell email is a great option or promo, but get really clear on what their pinpoint is, express that to them, and then show how your product is going to actually help them solve that problem.

And get really clear on what it is, what particular product would help service that problem.

So if you have a range of products, try and pick one product because this is gonna have way better cut through and way better call to action because if you can pinpoint maybe your flagship item that you think is your best seller or something that you think is your most popular thing that people come for, then they’re gonna be more likely to be inclined with that product, as well.

If you start giving them too many options, then they’re gonna get a bit confused. On that sell email, get really clear on their pinpoint and express that to them and share how this particular product is gonna help them.

So like I said at the start, this is just a beginners five part nurture sequence. You can make this way more complicated with other pieces of content along the way.

If you think there’s other things you need to talk about or other educational elements that you need to talk about throughout the process before you get to that sell email, that’s totally fine because it’s not just about using this as a blanket statement.


Get this started first, and then start adding things along. I often suggest that a five-part nurture (E-commerce email marketing) sequence should go for 14 days.

However, you may create a 10 part nurture sequence which goes for a month.

Depending on the level of trust that needs to be built between you and your customer. Especially if you’re a much higher valued product. So say for example you sell cameras. You’re gonna need a lot more education time,

tutorials, all that sort of stuff before you can start putting on that sale, whereas if you sell tea, so a bag of tea costs $15.

Then you don’t need to do as much in the education space for them.

So if you have an eCommerce business, are you gonna give this strategy a go? I would love to hear what you thought In the comments below because this strategy is so, so easy, and with mail providers like MailChimp.

You can do this for free until you reach two thousand subscribers. Which when you’re starting out is a great place to start. 

So share this post if you loved it, and if you’re new here, please consider subscribing. Because I release new valuable posts frequently.

Next up I would like to recommend you to read Digital Marketing: understand basic strategies

So you can do this for free guys, so there’s no excuses to not start getting involved in e-commerce email marketing. But that’s it for me for today.

Sandeep Tripathi

I am an Engineer and a passionate Blogger, Who loves to share the experiences on Blogging, SEO tips and tricks, Google Ranking strategies, Digital marketing, passive income, and Technical advancements which may help you in day to day life activities.

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